Case Study: Walgreens Boots Alliance achieves personalized omnichannel pharmacy experiences and strong digital growth (50% digital traffic, 30% app use) with Adobe Target

How Walgreens Boots Alliance turned a century of service into a next-gen digital experience

Walgreens Boots Alliance faced the challenge of transforming a century-old pharmacy business into a personalized, omnichannel digital experience at enterprise scale—urgency amplified by the COVID‑19 pandemic. To do this, Walgreens Boots Alliance partnered with Adobe Target (as part of Adobe Experience Cloud) to enable large‑scale personalization, testing, and orchestration of content and messaging across channels.

Using Adobe Target alongside Adobe Analytics, Audience Manager, Campaign, Experience Manager and Workfront, Walgreens Boots Alliance implemented personalized recommendations, a COVID‑19 portal, myWalgreens app enhancements, expanded drive‑thru and same‑day delivery, and rapid experience testing. The results powered by Adobe Target include a 30% increase in mobile app usage, 50% growth in digital traffic, contactable customers doubling to over 50 million, nearly 100 million lifetime app downloads, 52 million COVID‑19 vaccinations and 20 million tests administered, and a 155‑basis‑point sales lift attributable to mass personalization.

Walgreens Boots Alliance

Matt Harker

VP of Global Marketing Strategy and Transformation,